TORONTO, June 21, 2016 /CNW/ - A great deal of importance is given to where you rank on search engine results pages, which drives the desire for an effective search engine optimization (SEO) strategy. The algorithms and criteria that search engines use to rank search results, changes almost on a daily basis and it can be difficult to keep up with these constant alterations.

In a recently published CNW white paper, Victoria Harres, VP, Strategic Communications and Content at PR Newswire, discusses how PR can be used to drive SEO. Today, search engines account for human behavior in the search algorithms. Therefore, if your brand wants to build search engine visibility, there is a need to develop content that audiences find useful and relevant.

"The key is for PR pros to focus on producing news releases that satisfy the information needs of their target audiences." says Harres. Therefore, PR pros need to create engaging news releases and PR & SEO: Still Driving Discovery shares CNW's best practices for how to do this.

The tips discussed in this white paper include:

Speak the language and vernacular of your audience

Answer a question that your audience is asking

De-emphasize links

Publish new and interesting content

Send social signals

For a more detailed look at each of these tips and more, download the full white paper for free, PR & SEO: Still Driving Discovery.

About CNW GroupCNW Group Ltd. (a Cision company) gets people talking about our clients online and in the news. We deliver authenticated news releases and multimedia content in the right way and to the right places in order to fulfill disclosure requirements and maximize exposure, engagement and earned media opportunities. CNW also provides professional video, photography and webcast production, translation, regulatory filing and printing services as well as monitoring and measurement platforms.

About CisionCision is a leading global media intelligence company, serving the complete workflow of today's communication professionals. Offering the industry's most comprehensive PR, IR and social media software, rich analytics, content distribution, and influencer outreach, Cision enables clients to engage audiences, enhance campaigns and strengthen data-driven decision making. Cision solutions include PR Newswire, the Gorkana Group, PRWeb, Help a Reporter Out (HARO) and iContact brands. Headquartered in Chicago, Cision serves over 100,000 customers in 170 countries and over 40 languages worldwide, and maintains offices in North America, Europe, Asia, South America and Australia. For more information, visit www.cision.com or follow @Cision on Twitter.